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17 BRAND USA IS GENERALLY ASSOCIATED WITH BEING A COUNTRY OF ‘LEADING PERFORMANCE’ …AND THEREFORE HIGHLY CONSISTENT TRUSTED STYLISH & DOWN TO EARTH SUPERIOR LEADING UNAPPROACHABLE SIMPLE WELCOMING SEDUCTIVE CLASS INNOVATIVE & SOCIAL QUALITY PERFORMANCE & EASYGOING & AUTHENTIC Australian Russian British Canadian Brazilian Mexican Japanese Chinese New Zealander French German Hungarian Guatemalan Italian Dutch Spanish Thai Turkish Greek Austrian Czech Polish Saudi Swiss Argentine Chilean Colombian Uruguayan Source: BrandAsset ® Valuator Base: All Adults
18 BRAND RUSSIA IS GENERALLY PERCEIVED AS ‘UNAPPROACHABLE’ …AND THEREFORE HIGHLY CONSISTENT TRUSTED STYLISH & DOWN TO EARTH SUPERIOR LEADING UNAPPROACHABLE SIMPLE WELCOMING SEDUCTIVE CLASS INNOVATIVE & SOCIAL QUALITY PERFORMANCE & EASYGOING & AUTHENTIC Chinese Mexican Austrian Brazilian Australian Hungarian Canadian Turkish Czech French German Greek Italian Japanese Dutch Polish Spanish Swiss Thai British American Source: BrandAsset ® Valuator Base: All Adults
Page 1 and 2: NATION BRANDING HOW COUNTRIES ARE P
Page 3 and 4: 2 WHY DOES IT MATTER? Understanding
Page 5 and 6: 4 CONTENTS 1. The nine fundamental
Page 7 and 8: 6 POSITIONING A COUNTRY Although ma
Page 9 and 10: 8 THE NINE COUNTRY BRAND POSITIONIN
Page 11 and 12: Can stem from a lack of positive br
Page 13 and 14: 12 TRUSTED CLASS DIFFERENT NATIONAL
Page 15 and 16: 14 CONCLUSION 1 Most countries (or
Page 17: 16 PERCEPTUAL CONSISTENCY The findi
Page 21 and 22: 20 BRAND UK HAS A MULTI-DIMENSIONAL
Page 23 and 24: THE INFLUENCE OF NATIONAL BRANDS IN
Page 25 and 26: 24 UNDERSTAND NATIONAL BRANDS A num
Page 27 and 28: 26 INTERNATIONALLY KNOWN USA BRANDS
Page 29 and 30: 28 INTERNATIONALLY KNOWN GERMAN BRA
Page 31 and 32: 30 INTERNATIONALLY KNOWN ITALIAN BR
Page 33 and 34: 32 CONCLUSION 3 Measuring the level
Page 35 and 36: 34 BRAND PARTNERSHIPS The image of
Page 37 and 38: 36 48 Image attributes IMAGE EXCHAN
Page 39 and 40: 38 Response (raw %’s) 16 14 12 10
Page 41 and 42: 40 FURTHER THOUGHTS It should be no
Page 43 and 44: 42 UNDERSTANDING THE BASICS OF COUN
Page 45 and 46: * Top 7 traits (if applicable) vers
Page 47 and 48: * Top 7 traits (if applicable) vers

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